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  • May 2011 (Revised January 2013)
  • Case

Nike Football: World Cup 2010 South Africa

By: Elie Ofek and Ryan Johnson
Nike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1... View Details
Keywords: Digital Marketing; Business Divisions; Communication; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Launch; Planning; Competition; Apparel and Accessories Industry; South Africa
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  • November 2010 (Revised April 2011)
  • Case

Google and Earnings Guidance

By: Francois Brochet and David Kiron
The case explores Google's communication strategy with Wall Street analysts. In particular, the case focuses on Google's commitment to a no-guidance policy and provides an overview of guidance practice among major U.S. companies. View Details
Keywords: Business Earnings; Communication Strategy; Capital Markets; Corporate Disclosure; Corporate Governance; Business and Shareholder Relations; United States
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    The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create

    A Harvard Business School professor and a16z crypto research partner and a career marketer and Web3 entrepreneur demystify the coming digital revolution, showing how NFTs will transform our online and offline... View Details
    • June 2011 (Revised May 2012)
    • Case

    L'Oréal: Global Brand, Local Knowledge

    By: Rebecca M. Henderson and Ryan Johnson
    Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic... View Details
    Keywords: Globalization; Brands and Branding; Marketing Communications; Change Management; Sales; Emerging Markets; Segmentation; Innovation and Invention; Beauty and Cosmetics Industry; France; United States
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    • June 2014
    • Case

    Going Social: Durex in China

    By: Mikolaj Jan Piskorski and Aaron Smith
    When Reckitt Benckiser (RB), a leading consumer goods company, first entered China, it encountered significant challenges. RB's strategy relied on selling high margin products supported by cost-effective advertising and distribution, but the highly competitive Chinese... View Details
    Keywords: Distribution; Multinational Firms and Management; Internet and the Web; Marketing Communications; Brands and Branding; Consumer Products Industry; China
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    • January 2007 (Revised January 2008)
    • Case

    Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign

    By: John A. Quelch
    Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details
    Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry
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    • November 2018 (Revised January 2022)
    • Case

    JUUL and the Vaping Revolution

    By: Michael W. Toffel, John Masko and Sarah Mehta
    In late 2019, San Francisco-based electronic cigarette (e-cigarette) maker JUUL Labs (pronounced “jewel”) faced intense pressure. Sales of JUUL products exceeded $1 billion in 2018, dominating the e-cigarette category. While JUUL Labs’ stated goal was to help current... View Details
    Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Advertising; Digital Marketing; Customers; Innovation and Invention; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Information Technology; Technology Industry; San Francisco; California
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    • September 1997
    • Case

    Bayer AG (B)

    By: John A. Quelch
    Bayer's senior executives detail the communications challenge program that resulted from the company's reacquisition of its brand name and trademark cross, which gave Bayer one name worldwide for the first time since World War I. View Details
    Keywords: Globalized Firms and Management; War; Acquisition; Trademarks; Brands and Branding; Communication Strategy; Biotechnology Industry; Pharmaceutical Industry; Germany
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    • 19 Jul 2004
    • Research & Ideas

    Why Innovations Sit on the Shelf

    organization strategy to enable the different functions to work together to bring products to market more quickly. As Ludwig grappled with a way to jumpstart change at DIS, he began to suspect that people throughout the unit were talking... View Details
    Keywords: by Michael Beer, Russell Eisenstat & Derek Schrader
    • 09 Apr 2013
    • HBS Seminar

    Andrew Stephen, University of Pittsburgh

    • March 2016 (Revised April 2019)
    • Technical Note

    ESG Metrics: Reshaping Capitalism?

    By: George Serafeim
    In the past twenty-five years, the world had seen an exponential growth in the number of companies reporting environmental, social and governance (ESG) data. Investor interest in ESG data also grew rapidly. A growing belief that increasing levels of social inequality... View Details
    Keywords: Capitalism; Sustainability; Accountability; Corporate Social Responsibility; Responsibilities To Society; Environment; Social Impact Investment; ESG; Corporate Social Responsibility and Impact; Environmental Sustainability; Measurement and Metrics; Integrated Corporate Reporting; Corporate Accountability; Accounting; Economic Systems
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    • 18 Sep 2008
    • Working Paper Summaries

    The Internalization of Advertising Services: An Inter-Industry Analysis

    Keywords: by Sharon Horsky, Steven C. Michael & Alvin J. Silk; Advertising
    • 08 Mar 2017
    • Blog Post

    Education Sector Opportunities at HBS

    there). However, there’s a lively and robust education sector community within Harvard Business School and you can learn a valuable set of skills and perspectives to take into the education field. For example, what do Boston Public... View Details
    • 23 Dec 2019
    • Blog Post

    Taking the Risk to Start a Company at Business School

    you have to go ahead and take the risk. “If you don’t ever try, you won’t know. Don’t ever wait. If there is a market opportunity, run the tests and get clarity on if you should go full throttle.” After graduation, Julie continued to work... View Details
    • 10 Apr 2007
    • First Look

    First Look: April 10, 2007

    School Case 207-084 Following a successful model in Europe, JP Morgan has introduced a set of five U.S. retail mutual funds with an investment philosophy and marketing strategy grounded in behavioral finance. The asset management group... View Details
    Keywords: Martha Lagace
    • 14 Nov 2006
    • First Look

    First Look: November 14, 2006

      Working PapersThe Business of Free Software: Enterprise Incentives, Investment, and Motivation in the Open Source Community Authors:Marco Iansiti and Gregory L. Richards Abstract In this paper, we examine the motivations of large... View Details
    Keywords: Sean Silverthorne
    • Research Summary

    Cooperation and Solidarity

    A third line of work explores the determinants of cooperative behavior within groups specifically the phenomenon of solidarity, which is understood as pro-social helping behavior which is not likely to be reciprocated directly by the receiver. Such behavior can be... View Details
    • 22 Dec 2014
    • News

    The absolutely, positively best quotes of 2014

    • August 2007 (Revised November 2008)
    • Case

    Biocon: Launching a New Cancer Drug in India

    By: Sunil Gupta and Das Narayandas
    Kiran Majumdar-Shaw, the CEO of Biocon has to make product launch timing, pricing, channel, and communications mix decisions relating to the launch of BioMAb, a new cancer drug in India. View Details
    Keywords: Price; Health Care and Treatment; Marketing Strategy; Product Launch; Planning; Biotechnology Industry; Pharmaceutical Industry; India
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    • November 1999 (Revised March 2003)
    • Case

    Webvan: Groceries on the Internet

    By: John A. Deighton and Kayla Bakshi
    What are the prospects for grocery shopping on the Web? This case invites a comparison of seven business models, with particular emphasis on Webvan. Why does the investment community value Webvan at $7.8 billion after less than six months of operating experience, and... View Details
    Keywords: Business Model; Experience and Expertise; Investment; Information; Marketing; Distribution Channels; Service Delivery; Cognition and Thinking; Internet and the Web; Retail Industry; Service Industry
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